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Author: Sophie Rayers

Last year was a remarkable one for content marketing. Come the start of this year, 93% of B2B marketers were using content marketing as part of their overall marketing strategy, and achieving some significant substantial successes.

But the industry currently stands at a crossroads. Marketers may be increasing their spend this year, but only guarantees of concrete return-on-investment (ROI) will give brands the confidence to maintain this momentum and commit more of their precious budgets in the future.

There’s clearly a strong case for investing more in owned content strategies, but there’s never been more pressure for content to produce results.